Customer-focused and Service-focused Orientation in Organizational Structures

  title={Customer-focused and Service-focused Orientation in Organizational Structures},
  author={Heiko Gebauer and Christian Kowalkowski},
Purpose of this paper The paper provides a better understanding of the interrelatedness of customer and service orientations in the organizational structures of capital goods manufacturing companies. Design/methodology/approach A qualitative, multi-case research design was employed using 36 European capital goods manufacturing companies. Findings This article explored four different patterns of how companies move from being product-focused to service-focused, and from having an organizational… CONTINUE READING